Scaling global heights, Mammut accompanies outdoor enthusiasts in the region

Country Business Reports interviews and articles by Discovery Reports www.discoveryreports.com

Top sporting goods company Mammut is expanding its business in Asia where interest in the outdoors and the adventurous lifestyle is flourishing. Mammut’s durable and functional apparel and outdoor gear have escorted mountaineers from Switzerland and across Europe as they conquered the world’s peaks. As a dynamic market of climbers and adventurers looking for functional yet trendy outdoor pieces becomes more prominent in Asia, Mammut adapts to customers’ preferences by strengthening its portfolio of outdoor apparel, footwear, climbing gear, backpacks, sleeping systems and ropes.

“While we recognise the hiking and outdoor trend, we will stay in the absolute, high-performance alpine segment,” says Oliver Pabst, CEO of Mammut. “But we are also prepared to change the designs and showcase stylish and modern features to adapt to the market’s demands. We are going beyond functionality.”

Mammut already operates in a number of Asian markets, and sources more than 40 per cent of its products in the region, including materials for its high-end technical products. To further strengthen its foothold, Mammut has established a regional office in Hong Kong early this year and plans to expand its wholesale and retail business across sales channels. This includes the opening of mono-brand stores in China, Japan and South Korea.

“We were looking at several cities, but we concluded that Hong Kong is the place. The proximity to major growth markets is an important factor,” says Oliver Arndt, regional head of sales in Asia-Pacific.

Mammut is well-known for its gripping marketing campaigns, cutting-edge advertising, athletes’ stories and other projects of international reach. The highly awarded #project360, for instance, is opening vistas to the mountains of the world virtually and visually – from the perspective of the mountaineers and directly from the mountain faces.

A specially developed camera-backpack provided the panoramic pictures for this project. Since the beginning of 2014, professional mountaineers and Mammut employees have carried these camera-backpacks to more than 30 mountains all over the world, and 11 of these mountain features are already online. The Matterhorn’s Hörnli Ridge, Mont Blanc, El Capitan and Mount Everest are among them. With these recordings, anyone can experience these legendary routes, step by step.

“Mammut is all about true adventure and real grit,” Pabst says. “People all over the world are looking for high-quality gear that can withstand the fiercest elements, but they also want good design that excites. Mammut provides both.”

Mammut is dedicated to work with its Pro Team athletes and business partners to scale global heights as a leading outdoor sports company with a sales network in more than 50 countries. It was founded in 1862 and has been a part of the Conzzeta Group since 1982.

Mammut (part of Conzetta Group)
www.conzzeta.ch